On first glance you’ll notice SpiritHoods selling Faux Fur (100% Fake Fur) products and that they’re passionate about the conservation of endangered animals (to which they donate a percentage of all their proceeds). Look a little deeper and you’ll find a brand that inspires people to embrace their inner animal and uses their wild side to build an authentic business.
Why use CM Commerce?
Marley Marotta, Co-owner and Marketing Director at SpiritHoods, first heard about CM Commerce during a conversation with a support representative from Shopify, who had called it a “must-have tool” that would definitely “increase SpiritHoods’ bottomline”.
When Marley tried out CM Commerce initially, he realised that he had been in the dark about a possible marketing opportunity. He says of that experience: CM Commerce helped us to capitalize on an opportunity we didn’t even know we were missing out on. The ability to engage with customers within the order confirmation email had never really occurred to us.”
Using CM Commerce
Diving into successful eCommerce marketing
SpiritHoods have managed to fully embrace the marketing opportunity that their receipts presents with some impressive statistics: 80%+ open rates and 16% click rates which in turn earns them $3.31 per receipt sent.
When diving into the successful marketing that SpiritHoods does with their receipts, we also noted an incredible improvement in their receipt-related metrics when they started using segmentation (i.e. sending different receipts to first-time buyers and repeat customers). Revenue per receipt increased with 58% for first-time buyers and 22% for repeat customers after segmentation.
The segmentation of SpiritHoods’ receipts helps them achieve two very distinct goals:
- Including a straight discount coupon for first-time customers, which helps move more first-time customers to becoming repeat customers; and
- Using the friend referral module in the receipt for repeat customers, which uses loyalty and word-of-mouth to acquire brand new customers.
Beyond these, SpiritHoods are also using CM Commerce to engage a completely different customer segment: their inactive customers. They send a single, simple e-mail as soon as a customer becomes inactive (i.e. when their last purchase is three times longer than the average repeat purchase time for customers) that includes a small discount and personalised product recommendations. This single e-mail has re-engaged 16% of SpiritHoods’ inactive customers already.
CM Commerce helped us to capitalize on an opportunity we didn’t even know we were missing out on. The ability to engage with customers within the order confirmation email had never really occurred to us.